VISUAL S T R AT E G Y GUIDE N AT I O N A L PA R K S E R V I C E REBR ANDING
VISUAL S T R AT E G Y GUIDE N AT I O N A L PA R K S E R V I C E REBR ANDING
CONTENTS
01 OUR PA S T 09
Brand Introduction
10
Founding Fathers
12
Historical Timeline
02 OUR FUTURE
03 OUR COMPETITORS
17
Where We Stand
40
Current Competition
18
Our Keywords
42
Adjacent Competition
23
Target Audience
44
Aspirational Competition
32
Brand Personality
46
Brand Attributes
V I SUA L S T R AT E G Y G U IDE
“
I do not believe that any man can adequately appreciate the world of today unless he has some knowledge of the history of the world of the past.
”
—Theodore Roosevelt 26th U.S. President
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V I SUA L S T R AT E G Y G U IDE
OUR PA S T
01 09
Brand Introduction
10
Founding Fathers
12
Historical Timeline
C H A P T E R 0 1 | O U R PA S T
7
Let's take a deep dive into the history and making of the National Park Service. From our early beginnings to the people that made it happen, our past teaches us about the present.
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V I SUA L S T R AT E G Y G U IDE
C H A P T E R 0 1 | O U R PA S T
BR AND INTRODUCTION
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N AT ION A L PA R K S E R V I C E
BR AND INTRODUCTION As a federal agency in the Department of the Interior, the National Park Service protects U.S. national parks with the help of volunteers and partnerships. Other aspects the brand protects are monuments, battlefields, military parks, historical parks/sites, lake shores, seashores, recreational areas, scenic rivers, trails and the White House. They do it for communities across all generations from families big and small. The purpose is to revitalize communities, preserve local history, celebrate heritage, and create opportunities for everyone to experience the great outdoors while being active.
The National Park Service as we know it today includes over 400 sites throughout the United States along with 5 sites in territories such as the Caribbean Sea and Central Pacific Ocean. There is an additional focus on creating fun and meaningful opportunities for people of all ages to get outside and be active. Through preserving the past and sharing it with the present, the National Park Service is creating a better future for everyone.
DID YOU KNOW? The biggest park is Wrangell-St. Elias National Park and Preserve in Alaska. It was established in 1980, and it contains 13.2 million acres. It is roughly the same size as Yosemite, Yellowstone and the country of Switzerland combined!
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V I SUA L S T R AT E G Y G U IDE
FOUNDING FAT H E R S
The creation of the National Park Service was a collective effort by conservation and environmental leaders.
Under the Presidency of Theodore "Teddy" Roosevelt from 1901–1909, the 26th President used his power to protect the wilderness including its wildlife. From starting the United States Forest Service (USFS) to establishing 5 national parks and 18 national moments, Roosevelt became known as the "conservationist president."
In 1916, President Woodrow Wilson signed the Organic Act thus creating the National Park Service. At this time the NPS was in charge of protecting 35 national parks and monuments.
C H A P T E R 0 1 | O U R PA S T
FOU N DING FAT H E R S
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Stephen Mather (left) and Horace M. Albright (right) worked together in creating and maintain the National Park Service. Mather became the 1st NPS director in 1917 where he promoted the park's access, development, and use. Albright served as NPS director from 1929–1933. He was also known as a supporter of the cultural and historical aspect of the NPS.
DID YOU KNOW? Stephen Mather designed policies that ensured national parks would be accessible and attractive to all!
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V I SUA L S T R AT E G Y G U IDE
HISTORIC AL TIMELINE
1916
1832
1894
Artist George Catlin birthed the idea of a government policy to preserve Indigenous tribes, wildlife, and the wilderness from America's expansion.
The passing of the Lacey Act occurred banned all hunting within park boundaries, including Indigenous hunting which violated the treaty with the Native Americans.
President Woodrow Wilson signed the act creating the National Park Service as a federal bureau in the Department of the Interior responsible for protecting the 35 national parks & monuments.
1872
1914
1933
Yellowstone became the first national park.
Stephen Mather reached out to the Secretary of Interior regarding the poor conditions of the parks during his visit to the Sierra Nevada. Two years later, Congress passed the "Organic Act" which gave the green light to form the National Park Service.
Executive Order No. 6166 was signed by President Franklin D. Roosevelt which enabled the transfer of 56 national monuments and military sites under the NPS.
Prior to becoming a national park, Yellowstone was the home of numerous Indigenous tribes such as the Shoshone, Bannock and Crow. They used the land as a source for medicinal and edible plants, spirit ceremonies, game, and other purposes.
C H A P T E R 0 1 | O U R PA S T
HISTORIC AL TIMELINE
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1942 The Great Depression affected the lives of many people. Theodore Roosevelt took it upon himself to employ people to work the Civilian Conservation Corps.
1970
T ODAY
The General Authorities Act declared that the National Park Service is to now include natural, historic, and recreation areas in every region.
NPS rebrands to become more inclusive in their efforts to protect and connect urban communities to nature and history.
1945
2016
The Federal Register mandated full desegregation of all facilities in the National Parks.
President Barack Obama designated Stonewall National Monument, the first national monument that honors the history of LGBTQ+ Americans.
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V I SUA L S T R AT E G Y G U IDE
OUR FUTURE
02 17
Where We Stand
18
Our Keywords
23
Target Audience
32
Brand Personality
CHAPTER 02 | OUR FUTURE
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The 2nd National Park Service Director, Horace Albright once said, “do not let the Service become just another executive government bureau; keep it youthful, vigorous, clean and strong.” With his words in mind, the future of the NPS will reflect the idea of protecting our natural and cultural resources through exploration, happiness, and community.
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CHAPTER 02 | OUR FUTURE
W HER E W E STA ND
OUR CALLING Our mission is to protect and reintroduce America's natural and cultural resources by making it accessible for all to actively explore, enjoy, and discover.
OUR VISION With the spirit to inspire and change the lives of today and tomorrow we must learn from yesterday. Through services and partnerships with local organizations, the National Park Service will extend beyond preserving the wilderness, but preserve America’s rich history and connect urban communities with it’s natural resources. The world will continue to progress into a concrete, digital jungle, but we will strive to help protect and share the natural and cultural beauty of what makes the United States—united.
W H E R E W E S TA N D
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V I SUA L S T R AT E G Y G U IDE
OUR KEY WORDS
DISCOVER
It is of great importance to go outside and explore—to see and uncover the beauty the world has to offer.
CONNECT
Linking communities to each other and nature is beneficial for the future. Sharing what we have and what we know can lead to happiness—giving us a reason to protect it.
EXPERIENCE
It isn’t enough to just exist, we must encourage this generation and future generations to go outside and share with them what it means to be alive.
CHAPTER 02 | OUR FUTURE
OUR KEY WORDS
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V I SUA L S T R AT E G Y G U IDE
“
This country will not be a permanently good place for any of us to live in unless we make it a reasonably good place for all of us to live in.
”
—Theodore Roosevelt
CHAPTER 02 | OUR FUTURE
SECTION TITLE
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DID YOU KNOW? Back in 1920 about 1 million people visited the Park Service sites, but in 2015, Park Service locations had more than 307 million visitors!
V I SUA L S T R AT E G Y G U IDE
CHAPTER 02 | OUR FUTURE
TA RG E T AUDIENCE
PERSONAS In order to design a successful rebrand, it is crucial to understand your audience. By creating fictional characters, popularly known as personas, designers can gain a deeper understanding of users’ needs, wants, experiences, behaviors and goals which generally reflect a larger group of users. Personas can help reveal the concerns, expectations, and motivations of target audiences. Areas of concern we focus on:
FINDING ADVENTURE SEEKING CHANGE SHARING KNOWLEDGE
TA RG E T AU DE IE NC E
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V I SUA L S T R AT E G Y G U IDE
CHAPTER 02 | OUR FUTURE
TA RG E T AU DIE NC E
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THOUGHTFUL T R AV E L E R Harold Morgan 80 | Retired | Rapid City, SD
FINDING ADVENTURE SEEKING CHANGE SHARING KNOWLEDGE
1.
Harold loves to go camping and being in the great outdoors because he finds peace in unexpected trips.
2.
He enjoys driving without a destination because stepping outside of his comfort zone makes him feel like he accomplished something.
3.
Harold loves to sign up him and his wife for various workshops like woodwork and pottery because he believes it is important to try and learn new things to stimulate his brain.
4.
During the summer time, Harold takes his grandkids to visit historical sites across the country so they can learn about the historical significance of each state.
5.
Harold enjoys reading the newspaper every Sunday morning because it is a way for him to keep up with what is going on in the world.
6.
From time to time, Harold and his son will go on fishing trips because he wants his son to experience a change of pace from his 9-5 job.
7.
He enjoys taking his RV and going on road trips with his grandkids because he thinks it is good for them to take a break from technology.
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V I SUA L S T R AT E G Y G U IDE
F R I E N D LY ACTIVIST Caroline Kopanuk 63 | Influencer/Artist | Naknek, AK
1.
Caroline likes to frequently visit the Naknek river because the landscape and wildlife are her muse.
2.
Early in morning, Caroline will go dog sledding with her husband so that they can catch the sun rise and enjoy a peaceful morning.
3.
Caroline uploads videos on her social media accounts about advocating for different non-profit organizations so more people can become more environmentally conscious.
4.
She enjoys answering people's questions and comments on her social media accounts because she hopes to teach people how certain actions can affect the environment. If others can make small changes to their daily life, it can greatly improve the conditions of our planet.
5.
Caroline uses social media to voice her perspective on climate change because she hopes to influence others to make an effort in preserving wildlife and their natural habitats.
6.
As an artist, Caroline sells her embroidery works and paintings so that she can donate the funds to organizations focused on helping the planet.
7.
She speaks at local schools because she wants to teach kids the importance of respecting nature and wildlife.
FINDING ADVENTURE SEEKING CHANGE SHARING KNOWLEDGE
CHAPTER 02 | OUR FUTURE
TA RG E T AU DIE NC E
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AMBITIOUS THRILL-SEEKER Jerome Brown 27 | Project Manager | Missoula, MT
1.
Every Saturday morning, Jerome and his buddies go mountain biking since he likes trying out new terrain.
2.
Jerome and his partner frequently camp with their Crosstrek because he likes to take it off-roading.
3.
When he isn't camping, he enjoys backpacking with his friends because he used to be an Eagle Scout and went on a lot of backpacking trips with his troop.
4.
He takes EMT classes because he wants learn how to perform medical techniques so that he can become a volunteer firefighter at his local fire station.
5.
Jerome likes to carry pennies with him wherever he goes in case there's a penny-press machine because he collects them as souvenirs to remind him of the places he has been and the things that he learned.
6.
On his free time, Jerome enjoys volunteering at his local Boys & Girls club because he wants to teach kids the joy of playing and being outside.
7.
He recently started a podcast about camping and the great outdoors because he wants to share with people his experiences and knowledge from being a scout.
FINDING ADVENTURE SEEKING CHANGE SHARING KNOWLEDGE
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V I SUA L S T R AT E G Y G U IDE
CURIOUS RESEARCHER Ramneet Bajwa 44 | Field Botanist | Phoenix, AZ
1.
When Ramneet isn't working in the lab, she enjoys hiking since she is able to take in the views and is curious about the flora along the trails.
2.
On the weekends, Ramneet visits the Grand Canyon with her husband because they enjoying bouldering to stay fit.
3.
She signed up for a research program that is based in the Galapagos islands because she wants to study the flora and fauna like Charles Darwin.
4.
Ramneet occasionally visits local gardens, plant conservatories, and parks to conduct fieldwork because she is curious about different plants and their traits as well as the environment they live in.
5.
When she can, Ramneet volunteers to help raise awareness for climate change because she understands the effect of weather and pollutants have on various plant species.
6.
She does her best to save excess money to donate to local conservation efforts because she hopes to impact the world and preserve the native plants and trees.
7.
Her goal is to manage her own research group and conduct field work that requires travel because she hopes to help other cities and states see the importance of studying and saving their native flora.
FINDING ADVENTURE SEEKING CHANGE SHARING KNOWLEDGE
CHAPTER 02 | OUR FUTURE
TA RG E T AU DIE NC E
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HOPEFUL DREAMER Anna Yosef 7 | 2nd Grader | Brooklyn, NY
1.
Anna enjoys playing pretend with her younger sister because they can pretend they're in any place in the world and they can imagine whatever they want to be.
2.
At school, Anna enjoys playing in the playground with her friends during recess because they can climb and go on the monkey bars.
3.
On weekends, Anna and her family will walk to their local park because her dad is teaching her how to ride a bike without training wheels.
4.
She enjoys reading books and would often read them to her little sister because her parents told her that reading can take you anywhere and she wants to share that experience with her sister.
5.
Her favorite subject in school is science because they get to do a lot of experiments outside the classroom and sometimes go on field trips.
6.
Anna wishes their were more parks with grass and trees near her home because Central Park is too far.
7.
She often cleans up the trash laying around the school yard because her parents taught her its bad to litter so she wants her and her classmates to be able to play in a clean environment.
FINDING ADVENTURE SEEKING CHANGE SHARING KNOWLEDGE
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V I SUA L S T R AT E G Y G U IDE
P R O T E C T I N G N AT U R E A N D H I S T O R Y, F O R T H E E N J OY M E N T O F T H I S A N D F U T U R E G E N E R AT I O N S .
CHAPTER 02 | OUR FUTURE
SECTION TITLE
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V I SUA L S T R AT E G Y G U IDE
WHO WE WERE O U R PA S T I M A G E
NATIONAL PARK SERVICE
CHAPTER 02 | OUR FUTURE
BR AND PERSONALIT Y
W H E R E W E ' R E AT Years passed and the National Park Service evolved. Not only were they ensuring the protection of natural resources, they were managing historical sites and monuments. Their current mission is to preserve natural and cultural resources so all generations can experience the beauty of the parks. More people continue to visit national parks to get away from everyday life and to experience the beauty of America's natural landscapes, wildlife, and history. At these parks and monuments, visitors can often find rangers who are knowledgable about the historical significance.
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WHO WE'LL BECOME FUTURE
National Park Service
CHAPTER 02 | OUR FUTURE
BR AND PERSONALIT Y
WHERE WE'RE HEADING Continuing our mission to preserve the natural and cultural resources, we want to go beyond parks by encouraging generations of a diverse nation to explore and protect nature, history, and each other. While the world we live in further develops into urban cities, we plan on reintroducing and reconnecting these communities to nature and history.
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OUR COMPETITORS
03 38
Current Competitors
40
Adjacent Competitors
42
Aspirational Competitors
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Brand Attributes
CHAP TER 03 | OUR COMPETITION
Knowing and analyzing our competitors helps to understand their strengths and weaknesses compared to our own. This is an important part of the rebranding process to help us stand out. Here we'll be identifying and analyzing our current, adjacent, and aspirational competitors.
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V I SUA L S T R AT E G Y G U IDE
CURRENT COMPETITORS
The National Park Service is a federal agency in the Department of the Interior. Their present competitors are similar government organizations that aim to protect natural resources. The difference between the NPS and their competitors is NPS's additional focus on the preservation of historical and cultural sites for all to experience.
The Bureau of Land Management is a federal agency under the Department of Interior that manages public lands for various uses such as energy development, recreation, and hunting and fishing.
The U.S. Forest Service is an agency in the Department of Agriculture in charge of overseeing national forests and grasslands by restoration and wildfire management.
The U.S. Fish and Wildlife Service is an agency under the Department of Interior that manages fish, wildlife, and natural habitats.
The U.S. Environmental Protection Agency is an independent government agency that focuses on protecting people through research and enforcing environmental regulations.
The Department of Agriculture is a federal department in charge of protecting and promoting health through standardizing and regulating safe consumption of American manufactured products.
CHAP TER 03 | OUR COMPETITION
CURRENT COMPETITORS
The National Oceanic and Atmospheric Administration is a federal agency with goals of understanding and predicting changes in climate, weather, oceans and coasts. Their role is managing marine ecosystems and resources.
The U.S. Department of Energy is a government environmental agency that uses science and technology for solutions of energy consumption and nuclear challenges.
The Council of Environmental Quality is within the Executive Office of the President which coordinates federal government's efforts to preserve and protect America's public health and environment.
The U.S. Geological Survey is the only science agency in the Department of the Interior created by congress in 1879. Their mission is to study and predict dynamics of human and natural Earth.
The Bureau of Land Management is a federal agency under the Department of Interior that manages public lands for various uses such as energy development, recreation, and hunting and fishing.
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A DJACEN T COMPETITORS
Adjacent competition refers to brands that don't necessarily sell the same products and services, but still have similarities. In this case, NPS's adjacent competitors are non-profit organizations that also have the intentions to preserve natural and cultural resources.
The National Trust for Historic Preservation is a privately funded non-profit organization founded in 1949. Their mission is to save America's historic sites and build stronger communities through action in court, funding, and campaigning.
The Nature Conservancy is a global environmental non-profit that focuses on conservation of land and water for all life while also addressing biodiversity and climate crises.
Conservation International is an American non-profit environmental organization that uses science, partnership, and field demonstration to encourage societies to be environmentally responsible and sustainable.
Friends of the Earth is a nongovernmental environmental organization founded in 1969. Their mission is to defend, protect, fight, and promote environmental efforts for the benefit of Earth and humanity.
EarthJustice is a nonprofit public interest environmental law organization dedicated to using law to protect the well-being of humanity, to preserve land and wildlife, to advance clean energy, and to combat climate change.
CHAP TER 03 | OUR COMPETITION
A DJACEN T COMPET ITOR S
Sierra Club is an environmental organization founded by John Muir. Their mission is to explore, enjoy, and protect the wilderness and educate people on protecting Earth.
The World Wildlife Fund is an international non-governmental organization focused on wilderness and wildlife preservation as well as the protecting endangered species.
Waterkeeper Alliance is a non-profit that focuses on the preservation of clean water in addition to clean and safe energy.
The Surfrider Foundation is a non-profit that preserves and protects oceans, waves, and beaches through activism for all to enjoy.
Greenpeace is an independent global campaigning network that aims to defend the natural world and promote peace through combating environmental abuse. In conjunction, they support environmentally responsible solutions.
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V I SUA L S T R AT E G Y G U IDE
A S P I R AT ION A L COMPETITORS
Aligning with the heart of the brand, the National Park Service's future competitors are organizations that focus on reintroducing communities to natural and cultural resources through preservation.
Outdoor Afro is a national non-profit network that encourages the African American community to connect with nature through outdoor recreation and conservation in efforts for more inclusivity.
The Boy Scouts of America is a scouting organization and one of the largest youth organizations in the U.S. Although their focus is in service, community engagement, and leadership development, they also provide outdoor adventure programs.
Backcountry is an online retailer that sells clothing and outdoor recreation gear in order to promote the exploration of the outdoors.
California Main Street is a diverse network of communities that aim to revive historical districts while also promoting inclusive transformation-planing.
Caritas Creek is a Catholic Youth Organization Camp (CYO Camp) in the form of a retreat where students spend 5 days participating in environmental education. Their purpose is to help the youth discover the connection with nature and other people.
CHAP TER 03 | OUR COMPETITION
A SPIR AT IO N A L C O M PE T I T O R S
Outdoor Asian is an organization of Asian American and Pacific Islanders dedicated to building a connection with nature through community in outdoor recreation and the environment.
AllTrails is a fitness and travel mobile app meant to be used for outdoor activities. Their mission is to connect people to the outdoors and adventure while advocating for keeping outdoor spaces clean and safe.
Strava is a mobile service app that focuses on building a community of like-minded sports enthusiasts. It helps track your physical exercise while providing the feature to share with others like social media.
The Nature Connection aims to improve the well-being of individuals and communities by using nature as a healing factor by bringing the outside, inside through plants, animals, and natural materials.
Smithsonian National Museum of Natural History is a natural history museum with a mission to promote understanding of the natural world. It teaches people the history of the planet and how we as humans have interacted with it.
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BR AND AT T R I BU T E S
By pinpointing attributes across our competitors, we'll be
OUR COMPETITION
FUTURE NPS
able to identify the essence of the National Park Service and how we'd like to be perceived in the future.
POSITIVE
N E G AT I V E
NEUTR AL
Impactful
Inaccessible
Intentional
Action-Oriented
Traditional
Practical
Dependable
Comparable
Driven
Informational
Bureaucratic
Professional
Credible
Economical
Environmental
CONNECTED SUSTAINABLE ACCESSIBLE INSPIR ATIONAL COLLABOR ATIVE ENJOYABLE
CHAP TER 03 | OUR COMPETITION
B R A N D AT T R IBU T E S
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V I SUA L S T R AT E G Y G U IDE
CHAP TER 03 | OUR COMPETITION
SECTION TITLE
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This book is part of a student project intended for educational purposes only. It is not meant to represent the original National Park Service.
CONTENT ConstitutionCenter.org NationalParksTraveler.org NPS.gov NPSHistory.com
IMAGES NPS Historic Photo Collection NPSHistory.com NPS Gallery Pexel.com Unsplash.com
T YPOGRAPHY Fairplex Wide OT Atten New
V I SUA L S T R AT E G Y G U IDE
CHAP TER 03 | OUR COMPETITION
SECTION TITLE
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